Branding Case: Why the Branding of Mauritius Failed

Brand Personality
Knowledge Center

 

Next Topic

Brand Personality > Best Practices

Akash Gura, Business Consultant, Mauritius
A branding exercise of Mauritius failed miserably because the dual-language slogan "Mauritius, c'est un plaisir" did not connect with the people, but exacerbated the tensions already existing at the time. If this branding of Mauritius attempt is analysed according to Aaker's dimensions, the source of failure must have originated from the "Sincerity" dimension - there was an undisputable 'disconnection' between the people and the slogan: it was imposed by a select panel of experts, no consultation with anyone, no proper information was aired through media, all done in quasi-secrecy while the contrary would have guaranteed success. (...) Read more? Sign up for free

Please register now to read all responses and to join this discussion yourself. It's easy and 100% free.

Sign up for free     Log in


 
More on Brand Personality
Summary
Forum
How to Create a Brand? The Brand Creation Process
🔥6 Human Attributes of Human-Centric Brands (Kotler)
Global Marketing Strategy
Best Practices
🥇Brand Personality - Education - Social Media Marketing
🥈Brand Personality Questionaire
🥉CORPORATE Brand Personality Models
Brand Personality for Recruitment
Destination Personality
Using Brand Personality Dimensions Model for Goal Setting
Branding Case: Why the Branding of Mauritius Failed
Multi-attribute Theory
Employment Branding Survey
Special Interest Group Leader

Are you an expert in Brand Personality? Sign up for free


Brand Personality
Knowledge Center

 

Next Topic



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2020 12manage - The Executive Fast Track. V15.6 - Last updated: 21-10-2020. All names of their owners.